IAB Europe Opens Public Comment on Updated Commerce Media Measurement Standards and New Flexible Ad Size Guidelines for Retail Media Networks

9th October 2025, Brussels, Belgium - IAB Europe, the leading European-level association for the digital marketing and advertising ecosystem, today announced the launch of two key industry documents for Retail and Commerce Media. IAB Europe is seeking public comment on IAB Europe Commerce (including Retail) Media Measurement Standards V2 and the Flexible Ad Size Guidelines for Retail Media Networks (RMNs).

Developed by our Retail & Commerce Media Committee in collaboration with our Retailer Council, both documents are fundamental in our work to drive greater standardisation, transparency, and efficiency across Commerce and Retail Media. We now invite industry stakeholders to review the drafts and share their feedback to help shape the final versions.

Commerce Media Measurement Standards V2

First released in April 2024, our Retail Media Measurement Standards provide an essential framework to help buyers and sellers navigate and measure Retail Media activity. Now, updated in September 2025, our Commerce Media Measurement Standards (including Retail) V2 integrate industry feedback, introduce a refined measurement funnel, specific definitions for gross and net sales, plus key metrics for the quick commerce sector. 

Key features of the updated Standards include:

• Expanded scope: Moving beyond Retail Media to include quick commerce, with future editions planned for travel and finance.

• Clear definitions: Detailed explanations for media metrics, attribution, insights, and adjustments specific to commerce. Plus additions for net and gross sales. 

• Simlpified measurement reporting: Enabling brands and agencies to compare performance across retailers.

The Standards focus on online (on and off-site) measurement and complement our separate guidance on In-Store Retail Media, acknowledging its growing importance in omnichannel campaigns.

Flexi Ad Sizes Guidelines for Retail Media Networks

As Retail Media grows, traditional ad formats often fail to integrate smoothly within retailer websites, leading to a proliferation of bespoke formats. While these customised solutions can drive engagement, they also increase complexity, strain advertiser resources, and can hinder scalability.

Our new Flexi Ad Formats Proposal, based on a solution developed by Tesco Media and refined through IAB Europe’s standards workshops, introduces a simplified and flexible approach to static display ad sizes.

Key benefits include:

• Broader access to brand programmatic budgets through more standardised formats
• Improved operational efficiency by reducing format fragmentation
• Enhanced consumer experience through consistent, viewable placements

The proposal recommends a core set of four flexible ad sizes, designed to work seamlessly across mobile, tablet, desktop, and mobile app environments, with clear implementation guidelines and code templates provided for retailers and ad tech partners.

Open For Industry Feedback

Commenting on the launch of the documents, IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, said, “Standardisation is crucial to unlocking efficiency, consistency, and trust in Retail and Commerce Media. These two documents represent important steps forward, but we want to ensure they reflect the needs and realities of all stakeholders. That’s why we’re inviting open industry input before finalising them.”

Both documents are open for public comment until Friday, 14th November.

Industry stakeholders can review the Commerce Media Standards document here and the Flexible Ad Format Guidelines document here, and provide feedback to the IAB Europe team at retailmediastandards@iabeurope.eu.